Dave Hockly

Dave Hockly
  • Director and founder of Data Story Limited
  • Queenstown, New Zealand

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Learnings from the advertising era: how to use brand positioning for better UX

Your customer’s perception of your organisation is critical to designing and developing better UX. More specifically, without understanding the place your organisation or brand occupies in the mind of your users, you run the risk of developing poor UX. Let’s solve that. UX as a discipline can be more strategic through research that not only understands customers, but also understands how customers perceive your organisation in the wider market context. This session will teach you:

  • How to research and understand your organisation’s position in the market so you can develop better customer experiences at every touch point.
  • How to align your UX with your organisations marketing and communications strategy for more efficient UX processes.
  • How to drive more strategic organisational decisions through positioning based customer research.

Don’t let your UX be limited through lack of wider research. Influence your organisation’s UX at every level, even brand.


Dave Hockly is the founder of Data Story Ltd, a UX, analytics and strategy agency based in Queenstown, New Zealand. Dave has worked with some of NZ's leading brands using data to drive better customer experiences and to increase client's revenue by millions. Some of these organisations include Govt.nz, Microsoft, Harcourts, Flick Electric, Cardrona Alpine Resort, Co-operative Bank, Storypark, Kiwi Wealth, NZTE and more.